Download - Millennial Parents POV | Big Red Rooster
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Millennial Parents | We Are Not Who You Think We Are
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Why You’re Here
POV
Findings Personas Examples
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What we knew
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They Are 2015’s Largest Generation
Silent (1926-1945)29M
Boomers (1946-1965)79M
Gen X (1966-1980)63M
Millennials (1981-1999)85M
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They Are The First Global Generation
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They Are Changing Society
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They Are Unique
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They’re Coming Into Their Own
Millennials arealready parents!
34%
HELPWANTED
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What we wanted to learn
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What Makes Them Tick?
Purchase Decisions
ValueSystem
ShoppingBehavior
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How we did it
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Big Red Rooster Talked To...
800+ Millennial Parents
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Value System | We Rely On A Network
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Point of View : Millennial Parents | 2011
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Extended Family Is Their Lifeline
55%rely MOST on their parents/grandparents
have relatives that make up their support system
95%
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Millennials Are In Their Parents’ Backyard
0-9 miles 10-29 miles28%44%
MILE9
MILE29
30+ miles28%
live within 30 miles of their parents!72%
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Family Comes First
involve kids in meal prep 2 or more days per week.48%
S T TR F S
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Kids Influence The Shopping Cart
Apparel for SelfHealth/Beauty for Self
GroceriesApparel for ChildrenTechnology/ElectronicsApparel for Significant OtherHealth/Beauty for OtherHome Goods
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Kids Leverage Peer Status
of Millennial Parents saytheir children influence their purchase decisions
85%
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Millennial Parents Share EVERYTHING
93% share shopping experiences
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The Digital Universe Is Their Community
Sharing parenthood experiences via...
Word of Mouth
Posts on SNS, Blogs, & Forums
Text
Reading SNS, Blogs, & Forums
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Toyota
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Milliennial Parents | Frugality Blah BlahPurchase Decisions | We’re Bringing Frugal Back
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Point of View : Millennial Parents | 2011
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Parenthood & Marriage Trump Career & Money
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Price Rules The Decision To Buy
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Every Aspect Of Shopping Is Planned
When?
Where?
What?
Why?How much?
pre-plan shopping trips98%
plan to budgeted dollar amount
55%
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Stretching The Dollar Is Worth The Work
make every effort to stretch their dollars further.87%
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Being Green Doesn’t Mean Buying Green
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Is Loyalty Dead?
loyal to none or only one brand50%+
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“Like” Has Replaced “Love”
have “liked” a brand/retailer64%
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THE
BIG STORETHAT HAS EVERYTHING
The Go-To Store Is The One-Stop-Shop
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Milliennial Parents | Frugality Blah BlahShopping Behavior | We See All Things Converged
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Point of View : Millennial Parents | 2011
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Perpetual Multitasking Bends Boundaries
work while at home
63% have purchased something while at work
60%
devote time to personal issues at work
81%
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Technology Is A Family Way Of Life
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Technology Morphs The Purchase Process
Ben
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Opportunities for Impulse are at Their Fingertips
46% of those rarely or never use them
of Millennial Parents have shopping related apps on their phones, but...
69%
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Smartphones Meet Every Need
have smartphones69%
Mobile Games, Mobile Web
Esteem Twitter, Skins, Followers, Friends
Love/BelongingFacebook, Text, Email
Safety
Physiological Biometric Apps, Proximity Apps
Self-Actualization
LinkedIn, Email Sync, Navigation, News
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How much of that will YOU own?
THEY have $230B+ to spend.
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YOU need to play a role.THEY rely on a network.
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YOU need competitiveprice and more.
They’re bringing frugal back.
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YOU need a holistic approach to engage them.
THEY see all things converged.
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Thank You!
Big Red Roosterwww.bigredrooster.com/blog121 Thurman AvenueColumbus, Ohio 43206614.255.0200